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Improving site search with search analytics

Improving site search with search analytics



My presentation from UX Camp Europe 2013 in Berlin

My presentation from UX Camp Europe 2013 in Berlin



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Improving site search with search analytics Improving site search with search analytics Presentation Transcript

  • Improving site searchwith search analyticsAudun RundbergJune 22nd, 2013
  • #uxce13@audunru
  • Be just as good asGoogle - in 3 small steps:1. Index everything you want to search2. Design a search form:3. Show the best results first when people search on your siteSearch!
  • Is it thatsimple?
  • Photo: Google
  • Photo: Google
  • Photo: Google
  • Source: http://en.wikipedia.org/wiki/PageRank
  • B38,4%C34,3%F3,9%E8,1%D3,9%A3,3%1,6% 1,6% 1,6%1,6%1,6%Source: http://en.wikipedia.org/wiki/PageRank
  • ContentLinksDomain historyUser behaviourSocial media sharing
  • Google vs YouGoogle• Billions of documents• User behaviour data fromhundreds of millions of users• 50.000+ employeesYour search engine• 100-100.000 documents• Probably not used very much• 0-1 employees
  • Big countryBig websites
  • Bigger countryEvenbiggerwebsites
  • #1 Check yoursearch results
  • your site, they’re telling you in their own wordsm your organization. In Search Analytics for Your Site,ws you how to harvest and analyze search queryur site’s search performance, content, navigation,ness, and overall user experience.dback will improve any site’s user experience, why aren’t we spendingords our audience uses when asking us for stuff? I can’t imagine a moreRosenfeld to help us put this amazing data to work.”te lays out pretty much everything you need to know to mine your querysitive customer experience.”Demystifiedlytics for Your Site is a superlative work from the initial story to the finallytics and UX practice. Great book!”oks that makes me pound the table with my fist and yell, ‘Yes! Exactly!g it.”nt Strategy for the WebOR YOUR SITEks/searchanalytics/SE ARCH ANALY TICS FOR YOUR SITEConversations with Your Customersby LOUIS ROSENFELDforewords by Steve Krug and Avinash KaushikSEARCHANALYTICSFORYOURSITEbyLOUISROSENFELD
  • Mostcommonqueries
  • 062,5125187,52501 9 17 25 33 41 49 57 65 73 81 89 97 105 113 121 129 137 145 153 161 169 177 185 193 201 209 217 225 233 241 249Top 50 queries: 10% of searches50 of 23,252 total queries: 0,2%
  • PPM
  • PPM5. place... Good enough?
  • Query Best resultvacancies 1sia 2ppm 4plane tickets 24travel 3Average 6,8
  • Old – Jan 31 New – Jan 31 New – Feb 22 New – Apr 1702,557,5104,29,31,741,27Average position of best result
  • Most common queries1. Find the 50 most used queries in your search statistics, or asmany as you have time for2. Perform a search for each query3. Decide which result is the best4. Write down the position of the best result5. Calculate the average6. Repeat from time to time
  • Google Docs spreadsheethttp://bit.ly/uxce2013-search
  • Long tailqueries
  • Take 100 randomlyselected queries
  • «Long tail» queries1. Take 100 randomly selected queries from the «long tail»2. Categorise them3. Perform a search for each query4. Decide which result is the best5. Write down the position of the best result6. Calculate the average7. Repeat from time to time
  • Relevance
  • How to measure1. Find the 50 most used queries in your search statistics, or asmany as you have time for2. Perform a search for each query3. Rate the five first results from A to CA. Perfect resultB. Not perfect, but the user will get to the right pageC. Irrelevant
  • RelevanceQuery Result #1 Result #2 Result #3 Result #4 Result #5Relevance(strict)Relevance(less strict)mesys A B B B B 20 % 100 %glasses A B C C C 20 % 40 %cell phone A C B B B 20 % 80 %Average 20 % 73 %
  • #2 Improve your searchresults
  • Photo: flickr.com/kendo26
  • «hytte»«company cabin»Result 1 - 66.762 points:Date: 923 pointsIA: 60.000 pointsWord matches: 66 pointsTitle matches etc.: 5773 pointsResult 2 - 62.637 points:Date: 946 pointsIA: 56.000 pointsWord matches: 31 pointsTitle matches etc.: 5660 points
  • Removeirrelevantresults• Front page• Admin pages• Different views of the samepage (e.g. screen and printversions)• Duplicates
  • Metadatamatches• Results that match the userprofile property «Location» geta higher score• Also good for filters
  • Rewritecontent• «training» instead of«competence-increasingmeasures»
  • Usesynonyms• Create a company-specific listof synonyms that your searchengine doesn’t already knowabout
  • Adjust thealgorithm• Title match is more importantthan a text match
  • Boostindividualresults• Quick solution if a commonsearch query gives bad results• You need a plan for how toreview manual changes
  • Giveunimportantcontent anegativeboost• Older news articles or archivedcontent receives a negativeboost
  • Buy a new and moreexpensive searchengine that will solve allyour problemsLet me know if you find one!
  • Thank you!